Advertising and Illustration

After university, I was very fortunate to start my career in advertising for Romania's largest Ad company, McCann Erickson, a branch of the McCann Worldgroup. After five years in advertising, I took those learnings and co-founded my Design Studio, Tidurdurti, in Bucharest where I've worked for two years and seven months before moving to New Zealand. These are some of my favourite projects.

Coca-Cola Xmas Edition - packaging

• We had an internal design competition.
• The Client chose my version to go into production.
• The project was featured as best practice on the Coke Design website.
• Projected sales were surpassed, and the design was sold in other markets in the region as well.

Victorinox Design Competition - illustration

• 2380 entrees, 10 winners.
• My design won in two categories: public voting and customer jury decision.
• Sold out on Amazon and every other platform that supplied it.

Pizza Hut Delivery - branding & packaging

• I led the rebranding project for Pizza Hut Delivery Romania.
• I sold the full color pizza box concept by arguing that PHD will benefit from idirect advertising, even when on recycling bins.
• The rebranding helped PHD become market leader in the segment.

Etihad Airways

In this Motion Graphics project, I've worked with award-winning filmmaker Brandon Li. Using After Effects and Cinema 4D, I've created the transitions and all the overlapping text sequences.​​​​​​​
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It was a labor-intensive process between a team covering three continents. Myself in Europe, Brandon in Asia and the account manager in the US. The project was completed over a period of two months and concluded with six unique videos promoting Etihad's new fleet and services.​​​​​​​

This project was one of the most memorable projects I was involved with at the Independent Design Studio I've co-founded and owned at that time, Tirudrdurti. It involved a step and fast learning curve, lots of coffee and many late nights :)

Cavit - illustrations

Working with the awesome team at Farout, I've had the opportunity to create the packaging illustrations for Cavit Junior, nutritional supplements for children and adults. Cavit is part of Biopharm's 100-year-old history.